Digital Marketing.
Practical writing on brand, growth and technology — and on the connections between them, which is where most of the value hides. No trend-chasing, no filler; frameworks and honest trade-offs, written by the team that does the work.
What a Landing Page Should Ask For, and What It Should Never Ask First
A form is triage, not an interview. Ask only what you need in order to reply usefully, give something before you ask for anything, and add a field only when it changes the reply.
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Attribution You Can Defend When the Board Asks Where Leads Came From
Last click and first click are both wrong, and multi-touch models are assumptions in a lab coat. A marketing attribution practice that survives a board meeting: self-reported source, channel trend and holdouts.
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Why Does Paid Search Stop Working When You Scale the Budget?
Doubling the budget does not double demand. It buys the next impression down the list, and the account gets blamed for a ceiling that was set by the offer and the landing page.
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Cost Per Lead Is a Trap: Measure the Thing That Actually Renews
Cost per lead is the easiest number in the account to move, and the easiest to move in the wrong direction. Every honest way of lowering it and every damaging one draw the same graph for a full sales cycle.
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The Offer Is the Campaign: Diagnosing Creative That Was Never the Problem
When a campaign underperforms, the creative gets rebuilt and the offer never gets examined. Four questions tell you which one is actually broken, and how to rewrite the offer if it is.
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Email Is Not Dead, but Your Sequence Might Be
Sequences rarely fail because email stopped working. They fail because they talk about the sender, fire on a calendar instead of a signal, and ask for five things in one message.
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How Many Touches Before a B2B Buyer Replies, and What Should They Say?
There is no honest number. There is a structure: every touch carries information the last one did not, the ask never grows, and the sequence stops before persistence starts costing you the brand.
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Retargeting Without Following People Around the Internet
Frequency caps, exclusion lists and a consent-first setup turn retargeting from harassment into a reminder. You reach fewer people. The ones you reach have not already decided to resent you.
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Building a Content Calendar That Survives a Busy Quarter
Most content calendars fail because they are a wish list with dates on it. Plan from the capacity you actually have: fixed slots, a backlog scored by evidence, and a gate that stops thin work shipping.
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Should You Hire an Agency, a Freelancer, or a First Marketer?
Hiring marketing help is a decision about cost shape, breadth, continuity and risk rather than about quality. Here is the comparison, and the cases where an agency is the wrong answer.
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What Can You Honestly Measure in the First Ninety Days of a Marketing Programme?
Judge the first ninety days on leading indicators and completed work, not revenue. Agree in week one which numbers can move by day ninety and which honestly cannot.
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Conversion Rate Optimisation When You Do Not Have the Traffic to Test
Most sites cannot run a valid A/B test and never will. That is not a reason to stop optimising: it is a reason to trade statistical proof for evidence you can gather, defend and reverse.
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Marketing Automation That Behaves Like a Person Would
Good automation is not personalisation. It is consideration: knowing what already happened, not repeating itself, and always leaving a door open. Design it the way you would brief a person.
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Why Your Best Performing Channel Is Probably Being Miscredited
The channel your dashboard rewards is usually the one standing closest to the finish line. That is the channel attribution error: brand search and retargeting collect credit that discovery earned elsewhere.
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How Do You Market a Product Nobody Is Searching For Yet?
There is no keyword to rank for, so stop looking for one. Category creation marketing works by naming the problem, borrowing other people’s audiences, and accepting a slower first year.
Read15 articles in Digital Marketing.
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